Google Analytics deals with what is known as “data science”- the practice that enables the transformation of large and small data sets into useful information which can be used to maximise business’ marketing strategies. It performs these three functions automatically;
Indeed, Google Analytics collects, analyses and displays informed statistics and relevant data from your business’ website which can give an insight into how well your organisation is meeting its customer objectives. It works by allowing users to make a short piece of code to embed into their web pages. This ‘tracking code,’ once activated, can give you an essential insight into your website performance.
1. User Engagement – how people are interacting with your site.
Through Google Analytics users can gain insight into information surrounding user behaviour, what pages your users visit most, how people move from page to page on your website and what they do on those pages and for how long.
You may want your target customers to navigate your site in a particular way- this system allows you to monitor this and how successful your site is in achieving expected behaviours.
2. User acquirement- how do people ‘find’ your website
Through clever data handling, google can allow website owners to view how they acquire users. It will give information surrounding how users were acquired via particular traffic channel; i.e. did potential customers find your website directly, through an organic search or were they referred via another source.
This can give vital information into how your website is fairing against search engine algorithms. If your organic search acquisition of user is low then perhaps an investigation in your SEO strategy might be in order.
3. Audience insight and audience segmentation
Ever wondered where your users are in the world? What time of day to they visit your website? What age are they? Gender? What are their interests?
Google Analytics has the power to show personal information regarding your audience which can be vital when strategising your next PPC campaign.
It is important to note, however, that this personal information is anonymised under GDPR, the ‘Big Data’ legislation which puts limitations on what organisations can do regarding the use of this personal data. .
4. Conversion – how people convert on your website
Google Analytics dedicates an entire section to understanding conversions- which is essential to improving your conversion rates. Indeed, this particular section is very unique to different types of users which is why the goals section is of much significance.
e.g. If you run an ecommerce business you might want to track purchases as this would give a clear view of how many people actually converted.
This systems also offers the chance to see the exact typical path of the conversion as well as where potential customers are dropping off in the process. This can help you identify what the obstacles, and weakness’ are within your site that are preventing conversions.
5. Website optimisation
How is your site performing? What is its average page load time? How does your most-visited page take to load in comparison to the overall time of your website? What browser and device are used the most to view your pages?
All these are important factors when analysing the effectiveness of your website.
e.g. If your website does not run smoothly on a certain operating system or takes too long to load then perhaps your website needs to be optimised - as otherwise the entire costumer journey could be grounded to a halt at its most crucial stage.
Google Analytics is a great problem solving system for website owners. It can give a real insight into what is and what is not working. Whilst it will not tell you exactly what the issue is, nor give you a step by step solution to fix the problem- it will give invaluable insights by tracking data on your website. It is up to you to then use this data to your website and organisations advantage.